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At just 28, Nico Verano walked out of a private equity job and into the heat—literally. After hearing SweatHouz founder Jamie Weeks pitch the sauna-and-cold-plunge concept, Nico became the first franchisee and built five booming locations across Boston. In this episode, he shares how his father’s legendary Italian restaurant launch (featuring The Sopranos cast) shaped his risk-taking mindset, why he built three studios at once, and how old-school hospitality still wins in modern wellness.
We also dive into his new restaurant, My Mother’s Cutlets, and how teaming up with Boston influencer Kevin Cooney through their new venture, Twin Oaks, is redefining what franchise partnerships can look like.
“In order to be successful, you gotta lay it down to pick it up.” — Nico’s father
“If you can’t find eight to nine people per hour in New York City, you’ve got a big problem.” — Nico Verano
“All people want to feel is special. Whether you’re selling meatballs or saunas—it’s the same thing.” — Nico Verano
0:00 — The SweatHouz origin story
4:00 — The Sopranos and the restaurant that started it all
8:00 — Lessons from taking the ultimate entrepreneurial swing
10:00 — From first franchisee to multi-unit owner
14:00 — What contrast therapy really does for the body and mind
17:00 — Guerrilla marketing and how SweatHouz built hype offline
21:00 — Building community through hospitality
26:00 — Scaling fast: building three locations at once
33:00 — Real numbers: margins, revenue, and payback
41:00 — Why hospitality beats AI
43:00 — Partnering with Kevin Cooney and launching Twin Oaks Ventures
47:00 — The story behind My Mother’s Cutlets
50:00 — Running multiple ventures without burning out
